British American Tobacco apologises for advertising e-cigarette in kids' app
British American Tobacco has apologized after an advert for its Vype e-cigarettes brand was spotted in an iPad children's app.
The ad was spotted by author and educator Graham Brown-Martin, who tweeted a screenshot showing the Vype banner appearing inside the My Dog My Style HD game.
After he alerted BAT's corporate Twitter account, the company pulled its online advertising for Vype, then followed up with an apology and explanation. "We've investigated and found a breach of protocols by third party used by ad agency. It's unacceptable and we're taking the issue seriously," explained BAT.
"This evening we have ensured that the procedures and protocols our agencies and their suppliers use are reviewed... We apologize that this has happened and are working to ensure this never happens again."